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H&M Teams Up with "Sweden's Leading Fashionista" on New Line

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H&M Teams Up with "Sweden's Leading Fashionista" on New Line

H&M

The next collaboration for the mega-retailer after an immensely successful project with Lanvin will be a fashion line with a fashion blogger who is a relative unknown outside of Sweden.

According to The Telegraph, Elin King is "Sweden's leading fashionista," and since the line will launch in Sweden, it makes sense that the brand is attempting to tap into the blogger's potential there.

While it's not necessarily relevant news to the fashion community here in New York, it's indicative of the growing power and influence of fashion bloggers overall -- especially those with a very strong sense of personal style. In this case, even The Telegraph called the match-up a "fashion innovation," as it represents the first time a style blogger has really designed an entire line for a huge brand, as opposed to one-off products.

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